SENIOR PRODUCT / UX DESIGNERI make complex products
make sense.
I’m Ana Novakovic, a Senior Product / UX Designer based in Belgrade. I design fintech and enterprise SaaS products, working through dense workflows, product rules, and technical constraints from the first questions through implementation.
Selected work
Three shipped projects covering self-service adoption, insurance applications, and enterprise accessibility.
93% self-service adoption for certificates
I redesigned an existing automated certificate flow to help customers use it independently. Self-service adoption was 93% in week four after launch.
Embroker · Shipped · Self-service
Increasing multi-product insurance adoption
I brought coverage choices, application states, and pricing into one quoting experience. After launch, changes increased submissions and helped customers complete the law-firm bundle application.
Embroker · Shipped · Product growthModernizing enterprise software at the system layer
I adapted a legacy interface to a shared design system, working through interaction states, semantic tokens, zoom behavior, and implementation with engineering and accessibility specialists.
Enterprise SaaS · Shipped · Accessibility
What collaborators say
“She digs into technical constraints and edge cases, making her designs thoughtful, realistic, and buildable.”
Stefan · Software Engineer
“She balances user needs with product constraints, giving QA and engineering the clarity to move forward confidently.”
Darinka · Software QA Specialist II 
“Ana helped drive our design system revamp and gives specific, actionable feedback that sharpens the work.”
Eragon · Senior UX Designer
“Ana balances aesthetics, business requirements, and user psychology to create attractive, cognitively accessible designs.”
Stefan · Staff Product Manager
AI LABProduct questions explored through working prototypes
My self-directed projects explore spending, plant care, and dream reflection. I use AI to build and revise prototypes quickly, then work through the decisions those interactions expose.
FEATURED CONCEPT · FINTECH · AI-ASSISTED PROTOTYPEWhat can you spend when your income is irregular?
A bank balance can look reassuring while bills and tax obligations are still ahead. I built a one-day concept to explore spending decisions, upcoming commitments, and uncertain income in one place.
Treats & Trinkets
A spending tracker for noticing the patterns behind small purchases and deciding which ones still feel worthwhile.
Watering Horizon
A plant-care tool that shows when to check, what has changed, and how much confidence to place in a recommendation.
Dream Thread
A dream journal concept for exploring personal associations and recurring themes with AI-assisted reflection.
Looking for a designer who can untangle complex product work?
If your team is working through complex workflows, product rules, system constraints, or AI-enabled experiences, I’d be interested in talking, especially where product judgment, systems thinking, and close collaboration with engineering matter.